Jessica Alba’s Honest Company Sued for Allegedly Misleading Customers

Weeks after being forced to defend its line of organic sunblock, Jessica Alba’s all-natural Honest Company is facing a multi-million dollar lawsuit for allegedly misleading consumers about what ingredients are in its other products.

Images of sunburned customers began appearing on social media in August, and it did not take long for Alba’s company to start feeling the heat.

Alba issued a statement to defend the product, saying, “Protecting our loved ones and yours is the reason we founded @honest. As parents, it pains us to hear that anyone has had a negative experience with our Sunscreen.”

The statement added: “We develop and use Honest Sunscreen to protect our own children – Honor, Haven, Luke, Evie, and Poppy – at the park, in the pool, outside, every day. As with everything we do, we take sun protection seriously here at Honest.”

While the company insists its products are all natural, a man named Jonathan D. Rubin doesn’t buy it, and has filed a class action lawsuit against The Honest Company Inc., which complains Alba’s uses synthetic preservatives, according to legal documents obtained by TheWrap.

The complaint, filed in the District Court of Northern California in San Francisco, reads, “Plaintiff Jonathan D. Rubin brings this lawsuit against Honest individually and on behalf of a nationwide class including all other similarly situated purchasers of the Products.”

Additionally, court documents claim that The Honest Company has “deceptively and misleadingly marked its products as being natural when really a number of items include unnatural and synthetic ingredients.”

Per the suit, the misleading products include diapers, hand soap and multi-surface cleaner.

Rubin is seeking $5 million in damages for customers who have purchased Honest products.